MINOR PROJECT REPORT ON

SONY INDIA PVT. LTD.

Submitted in partial fulfillment of the requirements
for the award of the degree of

BACHELOR OF BUSINESS
ADMINISTRATION
to

Guru Gobind Singh Indraprastha University,

Delhi

Under the Guidance of:

Submitted by
Ms. Geetika
Gupta
Professor

Session 2014 17

Shivang
BBA-III Sem
05080401714

ACKNOWLEDGEMENT
It is well established fact that behind every achievement lays an
unfathomable sea of gratitude to those who have extended their support and
without whom the project would never have come into existence.
I express my gratitude to Ms. Geetika for providing me an opportunity to
work on this thesis as a part of the curriculum.

(SHIVANG GUPTA)

CONTENTS
Title
Introduction and Company History
Vision, Mission and objectives of a
company
Market Linkages
Financial Linkages
Company Image
Conclusion and Personal Opinion

Page No.

CHAPTER I
INTRODUCTION AND COMPANY
HISTORY

Introduction

One of the most recognized brand names in the world today, Sony Corporation, Japan,
established its India operations in November 1994, focusing on the sales and marketing
of Sony products in the country. In a span of 12 years Sony India has exemplified the
quest for excellence in the world of digital lifestyle becoming the countrys foremost
consumer electronics brand. With relentless commitment to quality, consistent
dedication to customer satisfaction and unparalleled standards of service, Sony India is
recognized as a benchmark for new age technology, superior quality, digital concepts
and personalized service that has ensured loyal customers and nationwide acclaim in
the industry.
In India, Sony has its footprint across all major towns and cities through a distribution
network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive
outlets and 21 direct branch locations. Manned by customer friendly and informed sales
persons, Sonys exclusive stores Sony World are fast becoming the most visible face
of the company in India.
Sony India also has a strong service presence across the country with 21 company
owned and 172 authorized service centers. A distinctive feature of Sonys service is its
highly motivated and well-trained staff that provides the kind of attentive and sensitive
service that is rare today.
Sony is committed to ensuring that both the products and the marketing activities
employed truly make a difference to peoples lifestyles and offer them new dimensions
of enjoyment and an experiences which are like no other.
Consumer behavior refers to the mental and emotional process and the observable beh
avior of consumers during searching, purchasing and post consumption of a product or
service. Consumer behavior involves study of how people buy, what they buy, when
they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology ,anthropology and economics. It also tries to assess the influence on the
consumer from groups such as family, friends, reference groups and society in general.

Buyer behavior has two aspects: the final purchase activity visible to any observer and
the detailed or short decision process that may involve the interplay of a number
of complex variables not visible to anyone.
Consumers are mainly focused on the broad-scale adoption of new technologies that
can empower them in previously unimagined ways. As a result, buying behavior of
consumer is changing to adapting to new technological advances so rapidly that
marketers or the consumer based enterprises sometimes cannot keep pace. To
maintain the pace of consumer for advanced technologies Sony is putting in the effort
over the years in Meerut region and has the limits of possibilities and boggled the mind
with its breakthrough technology. In fact, it wont be wrong to say that its been the soul
of technology for the past few years .Sony cutting-edge digital products have set new
standards in entertainment for Meerut customer. They have enriched and evolved
Meerut people lifestyle. Whether people consider the brilliance of the Sparkling Wage
technology in its color televisions or the incredible color and clarity of BRAVIA in its
LCDs, they are engineering marvels that bring images to life of Meerut people.

HISTORY OF SONY

Sonys History -- Through The Eyes of the Companys Leaders

Sony Corporation is one of the best-known names in consumer electronics and ranks
second worldwide in electronics behind Matsushita Electric Corporation. Since it was
established shortly after World War II, Sony has introduced a stream of revolutionary
products, including the transistor radio, the Trinitron television, the Betamax VCR, the
CD player, the Walkman portable cassette player, and the PlayStation game console.
The company's electronics segment--which includes audio and video products,
televisions, personal computers, monitors, computer peripherals, telecommunications
devices, and electronic components (such as semiconductors)--generates about twothirds of the overall revenues. Sales of game consoles and software account for about 9
percent of revenues. Another 10 percent of revenues are derived from Sony's music
businesses, which include the Columbia and Epic record labels. About 7 percent of
revenues come from Sony's motion picture and television business, which includes the
Columbia TriStar studio. Sony's other major business segment is insurance, from which
about 6 percent of revenues originate.

Early History: From Tape Recorders to Transistor Radios to the Trinitron

Sony was founded by a former naval lieutenant named Akio Morita and a defense
contractor named Masaru Ibuka. Morita, a weapons researcher, first met Ibuka during
World War II while developing a heat-seeking missile-guidance system and a nightvision gun scope. After the war Ibuka worked as a radio repairman for a bomb-damaged
Tokyo department store. Morita found him again when he read in a newspaper that
Ibuka had invented a shortwave converter. In May 1946 the two men established a
partnership with $500 in borrowed capital, and registered their company as the Tokyo
Tsushin Kogyo Kabushiki Kaisha (Tokyo Telecommunications Engineering Corporation,
or TTK). Morita and Ibuka moved their company to a crude facility on a hill in southern
Tokyo where they developed their first consumer product: a rice cooker, which failed

commercially. In its first year TTK registered a profit of $300 on sales of less than
$7,000.
The rising popularity of the Sony name led Morita and Ibuka to change the name of their
company to Sony Kabushiki Kaisha (Corporation) in January 1958. The following year
Sony announced that it had developed a transistorized television, which was introduced
in 1960. That same year, after a business dispute with Delmonico International, the
company Morita had appointed to handle international sales, Sony established a trade
office in New York City and another in Switzerland called Sony Overseas.
A subsidiary called Sony Chemicals was created in 1962 to produce adhesives and
plastics to reduce the company's dependence on outside suppliers. In 1965 a joint
venture with Tektronix was established to produce oscilloscopes in Japan.
1970s: Betamax and the Walkman
After a decade of experience in videotape technology, Sony introduced the U-matic
three-quarter-inch videocassette recorder (VCR) in 1971. Intended for institutions such
as television stations, the U-matic received an Emmy Award for engineering excellence
from the National Academy of Television Arts and Sciences. In 1973, the year Sony
Overseas created a French subsidiary, the academy honored the Trinitron series with
another Emmy.
Sony developed its first VCR for the consumer market, the Betamax, in 1975. The
following year the Walt Disney Company and Universal Pictures filed a lawsuit against
Sony, complaining that the new machine would enable widespread copyright
infringement of television programs. A judgment in favor of Sony in 1979 was reversed
two years later. Litigation continued, but by the time the matter reached the U.S.
Supreme Court the plaintiffs' original case had been severely undermined by the
proliferation of VCRs, making any legal restriction on copying television programs for
private use nearly impossible to enforce.
Matsushita Electric (which owned half of JVC) developed a separate VCR format called
VHS (video home system), which permitted as many as three additional hours of

playing time on a tape, but which was incompatible with Sony's Betamax. When the
VHS was introduced in 1977, Morita was reported to have felt betrayed that Sony's
competitors did not adopt the Betamax format. He appealed to 81-year-old Konosuke
Matsushita, in many ways a patriarch of Japanese industry, to discontinue the VHS
format in favor of Betamax. When Matsushita refused, many believed it was because he
felt insulted by Morita's failure to offer earlier collaboration.

1980s: CD Player, Video Cameras, CBS Records, Columbia Pictures

During the 1970s, Masaru Ibuka, 12 years Morita's senior, gradually relinquished many
of his duties to younger managers such as Norio Ohga, who was named president of
Sony in 1982. Ohga became president shortly after a corporate reorganization that split
Sony into five operating groups (marketing and sales, manufacturing, service,
engineering, and diversified operations). While not formally trained in business, Ohga
nonetheless understood that Sony was too dependent on an unstable consumer
electronics market. In one of his first acts, he inaugurated the 50-50 program to
increase sales in institutional markets from 15 to 50 percent by 1990.
During this time, Sony's research and development budget consumed approximately 9
percent of sales (Matsushita budgeted only 4 percent). Another groundbreaking result of
Sony's commitment to research and development was a machine that used a laser to
reproduce music recorded digitally on a small plastic disk. The compact disk (or CD)
player, introduced by Sony in 1982, eliminated much of the noise common to
conventional, analog phonograph records. Sony developed the CD in association with
the Dutch electronics firm Philips, partly in an effort to ensure broad format
standardization. Philips, which had developed the most advanced laser technology, was
an ideal partner for Sony, which led in the pulse-code technology that made digital
sound reproduction possible. Soon the CD format was adopted by competing
manufacturers; by the mid-1990s it had virtually replaced phonograph systems as the
recording medium of choice.

1990s and Beyond: PlayStation, VAIO, and the Networked Future

Sony did deliver, however, posting record earnings in 1990 of 58.2 billion ($384
million), a 38.5 percent increase over 1989. In 1992, Columbia Pictures and its
subsidiary TriStar jointly captured 20 percent of the U.S. market share, far above the
shares held by competing studios. By this time the entertainment operation had been
renamed Sony Pictures Entertainment, Inc.
The complexities of operating a truly multinational corporation, however, began taking
their toll on Sony. Most of the world's largest economies (Europe, Japan, and the United
States) were experiencing a slowdown in the early 1990s. This factor created what
Sony called 'an unprecedentedly challenging operating environment.' Although sales in
most of Sony's businesses increased in 1992, operating income dropped 44 percent to
166 billion ($1.2 billion). Net income increased slightly to 120 billion.

Chapter 2
VISION, MISSION
AND OBJECTIVES OF
A COMPANY

OBJECTIVES

1. To study the buying pattern of people towards consumer goods.

2. To determine the major factors influencing the buying decision process of the
target group.
3. To set out some basic marketing implications for the marketers to cater to
different needs of the targets group.
4. To have some insights on the relationship between marketing stimuli
and youth responses.
5. To serve as guideline for further research in this area

The objective of the study is to ensure that I as a management student develop in real
life for handling the specific project and also to develop all roundness in various
management activities related to the area of my specialization. This project gives me a
substantial corporate exposure and also serves as a useful tool of interaction with the
corporate sector.
The project has been derived from the field of Marketing and is entitled as Buying
Behavior/Need Analysis & Generation of Prospective Customer List for Sony Products
in Delhi. The main idea behind this project is.
To get an overall view of the product sale, promotion and problem faced by SONY
Products.
To make a knowledge about the market strategy of SONY in India .
From the viewpoint of objectives, a research can be classified as

-descriptive
-co relational
-explanatory
-exploratory

Descriptive research: It attempts to describe systematically a situation, problem,

phenomenon, service or program, or provides information about , say, living condition of
a community, or describes attitudes towards an issue.

Co relational research: It attempts to discover or establish the existence of a

relationship/ interdependence between two or more aspects of a situation.
Explanatory research: It attempts to clarify why and how there is a relationship
between two or more aspects of a situation or phenomenon.
Exploratory research: It is undertaken to explore an area where little is known or to
investigate the possibilities of undertaking a particular research study (feasibility study /
pilot study).
In practice most studies are a combination of the first three categories.
Inquiry Mode:
From the process adopted to find answer to research questions the two approaches
are:

Structured approach
Unstructured approach

Structured approach:
The structured approach to inquiry is usually classified as quantitative research.
Here everything that forms the research process- objectives, design, sample, and the
questions that you plan to ask of respondents- is predetermined. It is more appropriate
to determine the extent of a problem, issue or phenomenon by quantifying the variation,
e.g. how many people have a particular problem? How many people hold a particular
attitude?
Unstructured approach:
The unstructured approach to inquiry is usually classified as qualitative research.
This approach allows flexibility in all aspects of the research process. It is more
appropriate to explore the nature of a problem, issue or phenomenon without

quantifying it. Main objective is to describe the variation in a phenomenon, situation or

attitude. e,g, description of an observed situation, the historical enumeration of events,
an account of different opinions different people have about an issue, description of
working condition in a particular industry.
Both approaches have their place in research. Both have their strengths and
weaknesses.
In many studies you have to combine both qualitative and quantitative approaches. For
example, suppose you have to find the types of cuisine / accommodation available in a
city and the extent of their popularity.

VISION
We invite new thinking, so even more fantastic ideas can evolve. We
take chances. We exceed expectations. We help dreamers dream.

Good business leaders create a vision, articulate the vision,

passionately own the vision, and relentlessly drive it to
completion. Jack Welch, Chairman, General Electric.
Without a strong, defined vision, most businesses usually fail because
the challenges got too tough the business fundamentals outweighed
the passion and drive. The vision therefore drives the company
through good and bad times. The vision is the purpose and soul of
the business.

MISSION

At Sony, our mission is to be a company that inspires and fulfills

your curiosity.

Our unlimited passion for technology, content and services,

and relentless pursuit of innovation, drives us to deliver
ground-breaking new excitement and entertainment in ways that
only Sony can.
Creating unique new cultures and experiences.

Everything we do, is to move you emotionally.

BE MOVED

SONYS PREFERENCE AMONG ITS COMPETITORS

BUYINGROLES
For many products, it is fairly easy to identify the buyer. Many other products involve a
decision making unit consisting of more than one person. Five roles people might play
in a buying decision.
1. Initiator: A person who first suggests the idea of buying the particular product or
service.
2. Influencer: A person whose views or advice carries some weight in making the final
decision.
3. Decider: A person who decides on any component of a buying decision. Whether to
buy, what to buy, how to buy,or where to buy.
4. Buyer: The person who makes the actual purchase.
5. User: A person who consumes or uses the product or service.
A company needs to identify these roles because they have implication for designing
the product, determining and allocating the promotional budget.
PURCHASE DECISION
In evaluation stage, the consumer forms preferences among the brands the choice set.
The consumer may also form a purchase intension to busy the most preferred brand.
The research process is similar to undertaking a journey. For a research journey there
are two important decisions to make1) What you want to find out about or what research questions (problems) you want to
find answers to;
2) How to go about finding their answers. There are practical steps through which you
must pass in your research journey in order to find answers to your research questions.
The path to finding answers to your research questions constitutes research
methodology.At each operational step in the research process you are required to

choose from a multiplicity of methods, procedures and models of research methodology

which will help you to best achieve your objectives.

CHAPTER III
MARKET LINKAGES

Sony story
It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of
passionate and committed group of employees started to build Tokyo Tsushin
Kenkyujo (Totsuko) or Tokyo Telecommunications Research Institute into the billion
dollar global conglomerate that it is today. The main objective of the company was to
design and create innovative products which would benefit the people.From early
attempts at creating products like the rice-cooker to the later success of creating
Japans first magnetic recorder, the innovative company went on to create other hit
products which won the company widespread recognition and international acclaim as a
truly global company known for its quality and innovative products. Significant product
milestones included Japans first transistor radio (1955), Trinitron colour television
(1968), Walkman personal stereo (1979), Handycam video camera (1989), PlayStation
(1994), Blu-ray Disc recorder (2003) and PlayStation 3 (2006).The company name of
Sony was created by combining two words of sonus and sonny. The word sonus in
Latin represents words like sonic sound. The other word sonny means little son. Used
in combination, Sony is supposed to represent a very small group of young people who
have the energy and passion towards unlimited creations and innovative ideas. With the
far-sight of expanding worldwide, it was in 1958 that the company formally adopted
Sony Corporation as its corporate name. Easy to pronounce and read in any
language, the name Sony, which has a lively ring to it, fits comfortably with the spirit of
freedom and open-mindedness.

List of SONY Products

BRAVIA
The era of High Definition has arrived and Sonys Bravia LCD TVs are here to help you
fully enjoy its advantages. Innovation, creativity and technology come into play in the
creation of our LCD TVs, bringing an unprecedented level of realism and stunning
clarity to your movies, both visually and aurally. With slim and stylish designs, Bravia
LCDs can fit anywhere in your home. Additional features like faster response time and
PC connectivity help create the full entertainment experience.

X Series

Precision colour reproduction and high quality screen resolution are the key factors
when creating the Bravia X-Series. Including features like a Full HD (1920 x 1080) LCD
panel, Live Colour Creation and Sonys intelligent picture enhancement technology- the
Bravia Engine, your movies will come alive. The X-Series also offers astounding stereo
sound to match the spectacular visuals, providing you a wholesome entertainment
experience. Watching movies at home is never the same again.

W Series

The era of High Definition has arrived and Sonys Bravia LCD TVs are here to help you
fully enjoy its advantages. Innovation, creativity and technology come into play in the
creation of our LCD TVs, bringing an unprecedented level of realism and stunning
clarity to your movies, both visually and aurally. With slim and stylish designs, Bravia
LCDs can fit anywhere in your home. Additional features like faster response time and
PC connectivity help create the full entertainment experience.

V Series

Enjoy stunning image quality and convenience with Sonys LCD Bravia V-Series, which
on top of an unprecedented degree of detail, also provides high connectivity, thanks to
the HDMI input that allows you to link up to any other HD sources like Blu-ray players,
PlayStation 3 gaming console and HD camcorders. It delivers an uncompressed, all

digital audio/ video interface between your Bravia TV and any HDMI-equipped
audio/video components. Turn your viewing into an incredible experience now.

S Series

The Sony Bravia LCD S-Series follows in the Sony Bravia line of high performance and
stylish LCD TVs. Thanks to Sonys unique S-PVA technology; you can now enjoy vivid
colours, wide viewing angles and quick response time. Designed to be versatile, the SSeries is equipped with an extensive range of input interfaces; the PC input allows your
TV to double up as a computer monitor; while with HDMI, you can hook your TV up with
other compatible players. Experience the world of high definition now.

G Series

With Sonys Bravia LCD G series, you get to enjoy stylish design and superior image
and sound quality. Be it for home or office use, you will find the G-series a great
addition. The TVs come with user-friendly navigation, convenient front mounted
controls, and an easily comprehensible remote control. You can also adjust the angle of
the TV to suit viewers position with the base stand that can tilt, or choose to mount it on
the wall with the Sony wall mounting bracket.
Home Theatre System
Combining the latest in video and audio technologies, Sony has developed a series of
Home Theatre Systems that provides you with an enhanced home theatre experience.
Our up scaling DVD players ensure the delivery of the best in video performance while
our Digital Signal Processing guarantees a surround sound environment. Some are
even compatible with the latest digital television and have dedicated audio input for
connecting to your portable digital music players.

Cyber-shot (Digital Camera)

Everyone can be a photographer with the wide range of Cyber-shot cameras of Sony
that aim to provide you utmost satisfaction. Packed with plentiful features like Super
Steady Shot, High Sensitivity and Real Imaging Processor, you can be sure that each of
our Cyber-shot cameras delivers a superior performance. To complement their
functions, Sony has also developed a series of accessories that specifically caters to
the Cyber-shot range.
Handycam (Video Camera)
It doesnt matter if you are making family videos, filming documentaries or developing
feature films. Whatever the purpose, we have the right kind of camcorder you need and
can afford. Sonys Handycam Camcorders have a variety of different features and
functions that help deliver spectacular video performances of stunning clarity.
VAIO
Combining form, function and the latest in technology, Sony provides a range of IT and
computing devices, storage media, accessories and peripherals to better serve all your
IT needs.
PlayStation
Gaming would not be the same without the invention of the Sony PlayStation series. In
addition to the highly popular PlayStation 2, theres the handy PlayStation Portable and
next-generation console PLAYSTATION 3. Powerful consoles must be accompanied
with compelling games, and Sony offers games of all genres to match your gaming
preference.
X-plod
If you spend long hours in your car everyday, its important to equip it with enough
entertainment so that youll never have a dull moment. Car audio entertainment need
not be limited to just your favorite radio stations or CDs. Thanks to Sony Xplod mobile
entertainment technology, you can enjoy music from more sources. You now can even

experience visual entertainment with our innovative Touch-Screen Multimedia Centre

receiver. Riding the car is never the same experience again.
Hi-Fi System
Audiophiles need look no further than Sonys selection of high-power Hi-Fi Systems that
can fill your whole room with high quality stereo sounds, thanks to superb speakers and
powerful components.
Sony Ericsson
With Sony Ericssons colourful and innovative collection of mobile phones, you can
definitely find one that will fit into your lifestyle, budget and shows off your character.
Weve also created a series of handy mobile phone accessories so you can spruce up
your mobile phones appearance, prevent it from damage, or enhance its usage
WEGA (CRT) TV
Its all about features, quality, style and price with Sonys CRT TVs. Our range of CRT
TVs offer analog and digital high-definition inputs, superior audio features and pictureenhancing technologies for superior visual and aural results.

CHAPTER IV
FINANCIAL LINKAGES

The complexities of operating a truly multinational corporation, however, began taking

their toll on Sony. Most of the world's largest economies (Europe, Japan, and the United
States) were experiencing a slowdown in the early 1990s. This factor created what

Sony called 'an unprecedentedly challenging operating environment.' Although sales in

most of Sony's businesses increased in 1992, operating income dropped 44 percent to
166 billion ($1.2 billion). Net income increased slightly to 120 billion.
The ongoing appreciation of the yen against most major currencies had an even more
adverse effect on Sony's bottom line in 1993: net income fell a dramatic 70 percent to
36 billion ($313 million) on sales of 3.99 trillion ($34.4 billion). Had the yen's value
held steady at 1992 figures, Sony's net income would have totaled about 190 billion
($1.3 billion).
During that year, Ohga assumed the duties of chief executive in addition to his role as
president. He and Morita responded to Sony's tough economic situation by bolstering
marketing, reducing inventory levels, streamlining operations, and keeping a watchful
control of capital investments. The company also embarked on an extensive
reorganization effort with the goal of decentralizing operations and reducing
unnecessary management. Despite these measures, Sony was unable to stem the
slide. Net income plummeted another 50 percent in 1994 to 15 billion, on sales of
3.73 trillion.
By this time Morita had relinquished virtually all his duties in the company, having
suffered a stroke in late 1993. In Sony's 1994 annual report, his picture and signature
were conspicuously absent from the letter to shareholders, implicitly announcing Ohga's
new leadership position. Under Morita's leadership, Sony's rise to preeminence in the
world

consumer electronics market was

almost entirely self-achieved; Sony

outperformed not only its Japanese rivals, among them associates of the
former zaibatsu (conglomerate) companies, but also larger American firms, which by
1995 had all but abandoned the consumer electronics market.
Immediate among Idei's concerns were helping Sony become an integral player in the
information highway industry. He also hoped to help the company establish an industry
standard for DVDs, or digital videodisks, CD-like disks capable of holding full-length
films for play on television screens via players. Once again, Sony had teamed up with
Philips to develop a DVD format, but the partners quickly discovered they were facing a

rival format developed by Toshiba and Time Warner. This rival format quickly gained the
support of a number of the world's consumer electronics powerhouses. Rather than face
a replay of the bloody battle between the Betamax and VHS formats, Sony and Philips
in late 1995 agreed to support the DVD format developed by Toshiba and Time Warner.
Sony subsequently introduced its first DVD player in March 1997.
Meanwhile, Sony unexpectedly entered the video game market in the mid-1990s,
making an immediate splash. The development of the Sony PlayStation had actually
begun in the late 1980s as a joint project with game giant Nintendo Co., Ltd. Nintendo
had agreed to help develop a new game console that would combine the graphic
capabilities of a computer workstation with Sony's CD-ROM drive, but then pulled out of
the project in 1992. Sony decided to develop the new machine solo, introducing the 32bit PlayStation to the Japanese market in 1994 and the U.S. market one year later. It
was an immediate and huge success, in part because of the hundreds of software titles
that were quickly available for the console thanks to Sony's ability to entice top
Japanese and U.S. developers to create games for the PlayStation. By 1998, the
PlayStation had grabbed about 40 percent of the worldwide game market, and Sony's
game unit, Sony Computer Entertainment, accounted for 10 percent of the company's
worldwide revenue and a whopping 22.5 percent of its operating income.
During 1999, a year that saw the passing of company cofounder Morita (the other
founder, Ibuka, died in 1997), Idei launched a sweeping reorganization to position the
company for the future--in Sony's vision, 'the network era of the 21st century.' In March
1999 Sony announced that it planned to cut its workforce by 10 percent and its
manufacturing capacity by one-third before 2003. The cutbacks were slated for areas
where growth had been slowing: analog televisions, VCRs, and Walkmans. The
company planned to increase the amount of resources committed to such hot areas as
digital products and the PlayStation, as well as placing increased emphasis on
developing software, hardware, and services for the new networks that were beginning
to emerge at the end of the 20th century--home networks, broadband networks,
wireless networks. For Idei, the key for Sony was a historic shift in focus: hardware had

traditionally driven product development, but Idei instead wanted software development
and services to drive hardware design.
Perhaps the first example of such an approach came with the 2000 introduction of the
Sony PlayStation 2. Although it was a technical marvel featuring high-end 3-D graphics
and more processing power than most desktop PCs, the 128-bit PlayStation 2 was
much more than a souped-up version of the original. It was of course designed for game
software but it was not just a game console, having been conceived as a home
entertainment center. Its DVD drive not only played game software but also audio CDs
and DVD movies. It had the capability of connecting to the Internet and as such could
be used as a broadband device controlling an Internet-connected home network.
Despite manufacturing difficulties that limited production during the first year, the
PlayStation 2 had a stellar debut, with about nine million units sold in the first 12
months. The high costs associated with developing and manufacturing the machines,
however, depressed profits at Sony for the 2001 fiscal year. Also in the wake of its debut
came rival Sega's exit from the game console business in favor of concentrating on
developing game titles for other companies' machines, including the PlayStation 2. Sony
continued to face competition in the game field from Nintendo, which planned to release
a new machine in the fall of 2001, and faced the prospect of a new competitor, Microsoft
Corporation, which was also planning a fall 2001 release of its XBox machine.
In June 2000 Idei was named chairman and CEO of Sony, while Kunitake Ando, who
had headed the VAIO unit, was named president and COO. Rounding out the new
management team was Teruhisa Tokunaka, a former head of the PlayStation unit, who
was named deputy president and CFO. The new team faced a myriad of challenges in
the rapidly changing high-tech world of the early 21st century. One example was in
Sony's music business, which was being rocked by the industry-wide threat of the
rampant and unauthorized downloading of digital music files over the Internet. Sony
joined other music giants in suing Napster, the most obvious threat to their hegemony.
The company also entered into a joint venture with Vivendi Universal S.A. to develop an
online subscription service that would allow music downloads through what was called a
'virtual jukebox.' Such a service was part of a new push by Sony into broadband

delivery of the audio and video material owned by its content arms. With its aggressive
moves in the areas of games, networking, and delivery of digital content, Sony was
almost certain to remain a frontrunner in the ever broadening field of consumer
electronics and related platforms and services.

Chronology

Key Dates:

1946: Akio Morita and Masaru Ibuka found Tokyo Tsushin Kogyo Kabushiki
Kaisha (TTK).

1950: TTK introduces the first Japanese tape recorder.

1955: TTK begins selling Japan's first transistor radio; company goes public.

1958: Company's name is changed to Sony Corporation.

1960: Sony introduces the world's first transistor television.

1968: The revolutionary Sony Trinitron color television debuts; Sony enters the
record business through a joint venture with CBS Inc.

1975: Company launches the Betamax VCR.

1979: The Sony Walkman is introduced.

1982: Sony introduces the first CD player.

1985: Company introduces its first 8mm video camera.

1987: CBS Records, and its Epic and Columbia labels, is acquired for $2 billion.

1989: Columbia Pictures is acquired for $3.4 billion.

1994: The Sony PlayStation debuts.

1997: The VAIO line of PCs for the home market is launched.

2000: The PlayStation 2, featuring enhanced graphics, processing power, and

DVD and broadband capabilities, is released.

CHAPTER V
COMPANY IMAGE

Company Perspectives:
Recognizing that environmental protection is one of the most pressing issues facing
mankind today, Sony incorporates a sound respect for nature in all of its business
activities. With this philosophy, Sony has defined environmental conservation as an
important part of its management strategy. The Sony Group has created a global action
plan and conducts environmental preservation programs. This program has five core
components: reducing the environmental impact of business activities and production
processes; designing environmentally sensitive products and promoting recycling;
developing environmental technologies; promoting the environmental education and full
participation of Sony employees; and disclosing environmental information to the public.

Sony: The Leader in Product Innovation

The new millennium is here and Sony has plenty to celebrate. The companys approach
doing what others dont has paid off, in the form of great products that people covet.
Throughout its history, Sony has demonstrated an ability to capture the imagination and
enhance peoples lives. The company has been at the cutting edge of technology for
more than 50 years, positively impacting the way we live. Further, few companies are as
well positioned to drive the digital age into homes and businesses around the world for
the next 50 years and beyond.

Sony innovations have become part of mainstream culture, including: the first magnetic
tape and tape recorder in 1950; the transistor radio in 1955; the worlds first alltransistor TV set in 1960; the worlds first color video cassette recorder in 1971; the
Walkman personal stereo in 1979; the Compact Disc (CD) in 1982; the first 8mm
camcorder in 1985; the MiniDisc (MD) player in 1992; the PlayStation game system in

1995; Digital Mavica camera in 1997; Digital Versatile Disc (DVD) player in 1998; and
the Network Walkman digital music player in 1999.

Today, Sony continues to fuel industry growth with the sales of innovative Sony
products, as well as with the companys convergence strategy. Examples include: VAIO
notebooks that raise the bar in both form and function; digital cameras that capture
pictures on a floppy disk, CD-R or Memory Stick; a handheld device that lets you store
and view photos as well as moving photo; MiniDisc recorders with a digital PC Link to
marry high quality digital audio with downloadable music; DVD/CD multi-disc changers
that playback both audio and video; digital network recorders that pause, rewind and
fast-forward "live" television using a hard-disc drive; and Hi-Scan flat screen TVs that
deliver near HDTV picture quality through Digital Reality Creation (DRC) circuitry.

But Sony is not just the market leader in consumer electronics.

Through research and development, the company has made considerable inroads in
the areas of professional broadcasting (with the creation of the Betacam, DVCAM,
HDCAM and 24P formats); mobile communications (with digital phones and the CLIE
handheld); PCs (with VAIO notebook and desktop computers); storage and media (with
the invention of the floppy disk, AIT and DTF drives, and the Memory Stick) and, now,
the

Internet.

Sonys future brand success will be determined by how the company meets the
challenges of change. Sony has always led the market in terms of innovation. But in a
digital networked world, products will no longer be developed with just hardware in
mind. The convergence of technologies consumer electronics, computing and
telecommunications is a reality, with new competitors forming and consumer
mindshare up for grabs.

SONY EMERGED AS THE MOST FAVORITE BRAND OF CONSUMERS

Broadband Network Era

Sony is a corporation with convergence at its very heart. Driven by an integrated

business model, the company is well positioned to bring new benefits to consumers by
combining hardware, software, content and services.

Sonys approach is to make it possible for consumers to enjoy various forms of content
on both "home networks," consisting of connected electronic devices, and "mobile
networks" that are accessible through mobile terminals.

Products such as the i.LINK interface and Memory Stick digital storage media
provide greater connectivity between digital devices and will help create seamless home
and personal networks.

From a hardware perspective, Sonys strategy is focused on four gateways to the

networked world: 1) Digital televisions and set-top boxes; 2) VAIO personal computers;
3) Mobile devices, such as the CLIE handheld devices and digital phones; and 4)
PlayStation2 game consoles.

The companys software strategy includes the development of new audio-visual

applications designed to personalize technology. Recent examples include updated
Open MG Jukebox music management software, and digital video editing products,
such as PictureGear, MovieShaker and DVGate.

Sonys vision is to give consumers easy, ubiquitous access to entertainment and

information anytime, anywhere no matter whether the content comes from cable,
satellite, terrestrial, packaged media or the Internet.

In the companys view, the Internet is an "e.Playground" where consumers can collect,
share and manage everything from data and text information, to digital images, movie
clips and music. The result: New ways to enjoy Sony products.

Sony is also giving consumers new reasons to visit the Internet, including the recent
launch of SonyStyle.com, a new information rich, e-commerce site for everything Sony.
Designed to build a closer relationship between Sony and its customers, the site will
offer a variety of commerce, content, community and connectivity options planned for
the near future.

Other new service offerings include www.ImageStation.com and www.eMarker.com.

ImageStation.com helps consumers create, share and enjoy digital pictures and video.
The service offers free online albums and eCards, and members can share their favorite
pictures as gifts, keepsakes and high-quality prints in a variety of sizes. Select Sony
hardware and accessories are also available for purchase in the ImageStation.com
store.
eMarker.com is an online service that puts an end to the most frustrating part of hearing
a song on the radio -- not knowing the title or the artists name. By pressing the button
on the tiny eMarker device, people can "eMark" songs they hear on the radio and locate
the information through the site.

Sony has been at the forefront of the movement to help consumers adopt digital
lifestyles, which, in a broadband network era, means helping them maximize the power
and control found within digital technology.

However, even in this broadband network era, one fact about Sony remains the same:
the companys fundamental philosophy of providing products that are fun to use.
Sonys vision is not necessarily about refrigerators talking to toasters. Its about bringing
to market products that capture the imaginations of consumers and enhance their lives
in the process.

In the future, look for Sony to create entirely new forms of entertainment, blending
movies, computer generated worlds, games and music. Sony has the vision, technology
and content to forge a direction in consumer entertainment that no other company can
match.

Promoting a World Class Brand

The phenomenal strength of the Sony brand worldwide is surely a testament to the
companys reputation for producing innovative products of exceptional quality and
value. And while traditional brand theory says brand essence should be narrowed down
to one element, Sony celebrates brand diversity -- with the Trinitron, VAIO and Walkman
sub-brands, to name just a few, each connecting with consumers across various
lifestyle

segments.

Sony has the brand recognition and marketing savvy to create new product categories
and revitalize mature ones. Look no further than what the company did with the
Walkman brand and for the MiniDisc format.Sony, the company that changed the way
the world listens to music with the introduction of the Walkman personal stereo, again
set its sights on transforming the portable music landscape when it kicked off a
comprehensive, integrated marketing campaign to relaunch the Walkman brand in June
2000.
Titled "The Walkman Has Landed," the marketing campaign, which included broadcast,
print and online advertising; Internet and dealer events/promotions; and grassroots
consumer and public relations components; strategically communicated the lifestyle
attributes of the Sony Walkman line to generation Y, its primary target market.
Additionally, the campaign brought together an entirely new product line up comprised
of CD Walkman, MD Walkman and Network Walkman personal digital audio players.
The company knew that it needed to reinvent the Walkman brand for todays younger,
more digitally inclined music lovers. (To many, the brand had become generic,
representing "older," analog-based cassette technology.) Sony promoted a new
Walkman ideology based on personal freedom, independence, imagination and

creativity in a way that appealed to new techno-savvy, style-conscious consumers who

favor digital downloading and ripping CDs.

The star of the television commercial from the campaign is an alien character named
Plato, who is "quintessentially diverse and knows how to have fun." His persona offers
Gen Y a bit of humor and a good dose of enjoyment.

Another example of Sonys ability to reposition itself and its products is found in the
MiniDisc. A huge success in Japan, where it has become the dominant recording
format, MD did not become a success in the U.S. until it was marketed as a digital
music player that could record from the Internet. With its inexpensive media and
versatility (units are capable of recording Internet music, tracks from personal CD
collections and favorite songs off the radio), MD has become a gen Y favorite. U.S.
sales have increased by more than 40% since the MD to PC link was introduced.

However, the company doesnt just rely on brilliantly executed advertising campaigns to
secure consumer attention. The company utilizes world class public relations to
enhance Sonys value, reputation and brand image. Communications campaigns are
conducted on both an individual product and strategic platform basis. This process
ensures exposure for the companys most important products as well as for the
companys role in key industry issues that cross multiple product categories and
disciplines, including electronic music distribution and digital television

Brand Values

When remarking about the importance of the Sony brand name, consider this quote
from Chairman of the Board, Norio Ohga: "In April of every year a large number of new
employees join the company. And what I always say to them is that we have many
marvelous assets here. The most valuable asset of all are the four letters, S, O, N, Y. I
tell them, make sure the basis of your actions is increasing the value of these four
letters. In other words, when you consider doing something, you must consider whether
your action will increase the value of SONY, or lower its value."
In the minds of consumers, Sony is one of the worlds greatest brands -- the company
was once again rated the number one brand in the U.S. by the 2000 Harris poll. As
noted, much of the brand equity Sony enjoys is rooted in product innovations.
However, to ensure the future of its brand, the company recently embarked on an
extensive, company-wide initiative in the U.S. designed to foster a common
understanding of the Sony brand among employees, customers and consumers. The
project, dubbed Being Sony, was necessitated because of expansive company growth,
an influx of new employees, and converging business opportunities.
Sony executives felt the need to clearly articulate the meaning and values inherent in
the Sony brand (to both internal and external constituencies), while re-examining the
unique relationship of the brand in American culture.
Despite involvement in disparate businesses, the companys desire is to leverage the
brand beyond the products -- the primary touchpoint with consumers, and add to the
brands value by re-focusing it to the outside world.
In essence, Sony, the box manufacturer, is being replaced by a new Sony a customercentric entity centered around broadband entertainment, yet driven by the venture spirit
of Sonys founding days.

We Help Dreamers Dream

Sony is a company devoted to the CELEBRATION of life. We create things for every
kind of IMAGINATION. Products that stimulate the SENSES and refresh the spirit. Ideas
that always surprise and never disappoint. INNOVATIONS that are easy to love, and
EFFORTLESS to use, things that are not essential, yet hard to live without.
We are not here to be logical. Or predictable. Were here to pursue INFINITE
possibilities. We allow the BRIGHTEST minds to interact freely, so the UNEXPECTED
can emerge. We invite new THINKING so even more fantastic ideas can evolve.
CREATIVITY is our essence. We take chances. We EXCEED expectations. We help
dreamers DREAM.

Things You Didnt Know About Sony

Sonys first product was a rice cooker
Sony establishes its first major overseas operation in New York City (514 Broadway) in
1960 with a capital investment of $500,000. Sony becomes the first Japanese company
in the United States to make a public offering of 2 million shares of common stock in the
form of American Depository Receipts (ADRs) in 1961.
In 1986, Walkman was included in the Oxford English DictionaryBefore the Walkman
personal stereo became a worldwide brand name, it was introduced under a variety of
names, including the Soundabout in the U.S., the Stowaway in the UK and the Freestyle
in Australia.

CONCLUSIONS
AND
PERSONAL
OPINIONS

CONCLUSION

Before taking up the aspect of respondents buying behavior, few points about the
sample are to be considered.

The sample size was 100, consisting the SHASTRI Nagar, Sectors and malls
of Meerut.

Respondents mainly belong to the age groups 20 to 30 years.

Respondents mainly belong to the Monthly income group of 10,000 15,000.

Most of the respondents are Graduates and Post Graduates.

All respondents are resident of Meerut.

Sample consists of youth belonging to different socio-economic group. But a

majority of respondents belonged to the middle class.

The study is in limited sample.

People working there are not interested in filling the questionnaires.
It was the tough time to get response from the customers.
Time was a limitation with the quantum of data collected, hence analysis became

difficult.
The nature of project, which sometimes entered into personal zones like age,

income etc. created some difficulties during data collection.

There could have been efforts on a much detailed scale, but since time was
limited, the scope got limited.

As simple random sampling methods was adopted, the responders

(units) selected by simple random sampling method was from different places,
this causes a great deal of inconvenience.

Over all analysis :

60 % says that SONY is the favourite brand of electronic products.

30 % says that SAMSUNG is the favourite brand of electronic products.
8 % says that LG is the favourite brand of electronic products.
15 % says that they know about the HANDYCAM.
5 % says that they know about the PLAY STATION.
they know about the SONY ERICSSON.
5 % says that they have buyed BRAVIA or having interested to buy.
10 % says that they have buyed CYBER SHOT or having interested to buy.
15 % says that they have buyed VAIO or having interested to buy.
2 % says that they have buyed X-PLOD or having interested to buy.
8 % says that they have buyed HANDYCAM or having interested to buy.
5 % says that they have buyed PLAY STATION or having interested to buy.
10 % says that they have buyed WALK MAN or having interested to buy.
20 % says that they have buyed SONY ERICSSON MOBILE or having

interested to buy.
56 % like to buy the sony products from SONY WORLD.
26 % like to buy the sony products from SONY EXCLUSIVE.
18 % like to buy the sony products from MULTI BRAND COUNTER.
50 % are SATISFIED with the PRICE RANGE of sony.
50 % are NOT SATISFIED with the PRICE RANGE of sony.
18 % are HIGHLY SATISFIED with the QUALITY of the sony products.
68 % are SATISFIED with the QUALITY of the sony products.
8 % are INDIFFERENT with the QUALITY of the sony products.

PERSONAL OPINION

Only 60 % says that SONY is the favourite brand of electronic products.So they
have to create the awareness of their product to the other 40% people.

Marketers should have innovate new products with unique features having some
multipurpose utility which could create an appeal to the customers, for example,
company can manufacture those Cyber-Shot cameras having the capacity of 30
to 40 GB hard Disk memory which record up to 20Hrs to 27Hrs of video
Recording as Hard Disk Drive Handy-cam can do.

In case of price, price of products should not be too high. Marketer should follow
the strategy of Good quality and services in fewer prices. That can attract
customers.

It was seen that generally customers like to visits those outlets which are
frequently visited by other customers, customers generally prefer Multibrands
counters because lots of products can be seen at on place (including Sony
products), so Sony Exclusive have to sharp look on the updated version Sony
products at there showroom.

Regarding promotion marketers Sony Exclusive must build up unique

imageryappeal for their Sony products through advertisement (For example like
Sony has an imagery of quality).

More intense research works should be initiated, studying the specific needs and
attributes sorted by the customer for different kinds of product categories.

BIBLIOGRAPHY

http://yanyong91.blogspot.in/2011/02/introduction-of-sony-company.html

https://news.sel.sony.com/en/corporate_information/sony_brand

http://compareindia.in.com/companyprofile.php?id=51

http://www.referenceforbusiness.com/history2/61/Sony-Corporation.html

http://www.echeat.com/free-essay/Sony-Company-Profile-History-and-Cultureand-SWOT-27662.aspx

http://www.sony.net/SonyInfo/CorporateInfo/History/history.html#page_body_hp

http://www.sony.co.in/article/212772/section/sonysstory
http://www.sony.co.in/article/342596/section/sonysstory
http://www.sony.co.in/article/211979/section/overview